Off-trade volume sales of juice are expected to decline slightly over the forecast period, in light of the category’s maturity and growing competition from other types of soft drinks perceived as containing less sugar, such as flavoured bottled water with fruit extracts or functional bottled water. Manufacturers are therefore expected to increasingly seek to position their products as offering additional health benefits beyond the current trend towards immunity support, as exemplified by the launch of Ekes-Granini’s Hohes C Super Shots Bauchgefühl, which promises to support the functioning of the gut, in Germany in summer 2022.
With consumers being increasingly concerned about the provenance of the soft drinks they buy, local sourcing is likely to remain at the forefront of juice producers’ strategies. This will manifest itself as a preference for juice made from fruits grown in Switzerland, such as apples, berries and pears, with multifruit juices, such as those made from a combination of apples and berries, also adding interest to the category.
Private label products are expected to gain more ground over the forecast period, thanks to the expansion of discounters and ongoing economic uncertainty. This, together with the bargaining power of Switzerland’s two largest retailers, Coop and Migros, may lead to renewed tensions between manufacturers and retailers.
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This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.See All of Our Definitions
This report originates from Passport, our Juice research and analysis database.
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